关于奢侈品-意大利米兰理工大学课件

IntroducingLuxury

AndreaSianesiAndrea.sianesi@polimi.it1Enhancequalityoflife:Middle-marketconsumersaroundtheworldaretradinguptoNewLuxuryproductsandservicesthatdeliverhigherlevelsofquality,taste,andaspirationthanconventionalitems

WhyspeakaboutLuxury?

ConsumersaretradingupMaslow’shierarchyofneedsCompaniesaimattakingtheordinaryandmakingitextraordinarybyenhancingspecificvaluesthatexpressluxurytothecustomeraffordableluxuriespremiumlinesexclusiveluxuriesUniquenessisoneoftheprimequalitiesthatcustomersdesire

SafetyneedsPhysiologicalneeds2RecenttrendsinluxurymarketEvenifthecrisishasnotcausedmajorchangesinthebusiness,manycompaniesareconsideringrethinkingtheirbusiness.Hasluxurygotlostinsomeproducts?Didpricegooutofhand?Diddistributionbecametoowide?3Andinthefuture?AccordingtoAltagamma(Consensus2012),“allsectorsareforecastedtogrowin2012,reinforcingtheorganicgrowthof2011.”“allmarketsareforecastedtogrowsteadilyin2012.AsiaistheMarketwithhighergrowthratio.”

LMVH2011turnover23,7billionEuro(20,3Bin2010).Carcelle(LMVHheadofFashion&Leathergoods):“Eveninperiodofcrisis,peoplewanttotreatthemselves.Wedon’tseeanysignsofslowingdownwhetherit’sinEuropeorinAmerica.Theworldofluxurydoesn’tobeythesamerule.”5FromfamilybusinessestopowerhousesLVMH LUXOTTICA RICHEMONT L’OREAL GUCCI(PPR)SWATCH TIFFANY HERMES

Top8players

20%oftheluxurymarketturnoverFromfamilybusinessestopowerhousesLVMH

HENNESSYMOET&CHANDONVUEVECLIQUOTKRUGDOMPERIGNONGLENMORANGIERUINARTMERCIERLOUISVUITTONLOEWECELINEKENZOBERLUTIMARCJACOBSGIVENCHYFENDIEMILIOPUCCIDONNAKARANGUERLAINDIORACQUADIPARMAMAKEUPFOREVERTAGHEUERCHAUMETDEBEERSLVOMASGUCCIGROUP(PPR)

GUCCIALEXANDERMCQUEENBALENCIAGABEDAT&COBOTTEGAVENETABOUCHERONSERGIOROSSISTELLAMCCARTNEYYVESSAINTLAURENYSLBEAUTEFromfamilybusinessestopowerhousesMultibrandpowerhousesLVMH LUXOTTICA RICHEMONT L’OREALGUCCI(PPR) SWATCH ……MonobrandleadersTIFFANYHERMESARMANIBULGARIFERRARI……EmergingplayersDIESEL AZIMUT TOD’s PIQUADRO DAMIANI BINDA ETRO …….ASPIRATIONALABSOLUTEGlobalbrandreputationValuesofthebrand(e.g.ethicalpurchase)CreationofalifestyleEmotionalexclusivityACCESSIBLEEclusivityPremiumqualityGlobalbrandreputationRecognizablestyle/designEmotionalappealExtremeexclusivity(price,selectivedistribution)IconbrandsUniqueproductsHeritageofcraftsmanshipCountryofOriginAdaptedfromAltagamma(2008)DifferentlevelsofexclusivityImagineyouare…

设想你是……orarecentMBAgraduate,withgreatideasandfinetastefornewexperiences……踌躇满志的MBA毕业新生..…abusinessmanhavingshoppinginLosAngeles……在洛杉矶购物的商业人士…afootballstardesperatelywonderinghowtospendhis250million€…急于消费2，5000，0000欧元的足球明星Howdoyouvalue…?你会怎样评估…?12…drinkinggoodwine

…饮用高级红酒Limpidandbrilliantwinewithalivelygarnetcolourandwithanintense,persistent,fullandetherealodour.BrunelloisproducedonlyinthecommunalterritoryofMontalcino.清澈闪亮带着可爱的深石榴红色，并有着浓郁持久而饱满的酒香。Brunello是唯一在Montalcino地域出产的红酒

75€perbottle75欧元一瓶14…beingoneof1921

…1921年代LuciaErcolessiaskedOMAStoproduceamarblefinishgreencelluloidepeninalimitededitionof1921piecesworldwideinordertocelebrateE.E.Ercolessi’s75°anniversary.ThepenismodelledonthesafetypenproducedbyEdgardoErcolessiin1925.1921年为庆祝E.E.Ercolessi75周年

LuciaErcolessi在OMAS定制了全球限量版的大理石质地绿色赛璐珞钢笔。此笔在1925年被EdgardoErcolessi改造成安全钢笔。500€15…writingwithmammothivoryFabercastellpenoftheyear2006–limitededitionof2,000pcs.Justascertainpeoplehaveanaturalaffinitytocertainothers,somematerialsjust"gotogether”.Ivoryisfrequentlycombinedwithebony,knowneveninantiquityasoneofthemostbeautifulandmostexpensiveofwoods.Theheartwood,verydarkbrowntoblack,showsoffthecreamywhiteoftheivoryalmostperfectly.Thiscompositiontakesidealshapeinthe"PenoftheYear2006".Exclusivematerialsofhighestqualityarechosenforthe"penoftheYear2006":materialsthatareachallengetoobtain.ForthebestmammothivoryonemustundergoadbenturousexpedititionstothecoastoftheArticOceaninSibiria.Frozeninpureice,theivorytherehasretaineditsimmaculate

beauty.ItcomestolightonlycluringthebriefSiberiansummer.Forexporttheivoryreqiresalicensethatcannotbegranteduntilascientificassessmenthasbeencarriedout.Mammothivoryisnoodinaryivory.Itisheavierandaconnoisseurwillimmediatelyrecognizeitfromtheuniqueveining.Thematerialhasabsorbedmoistureduringthemillenniaitwasburiedintheice,andneedstobeslowlyandcarefullydriedoutoveraperiodofthreetofiveyears.Onlythencanonecautiouslycut,grind,turn,andpolishit.Thistakesspecialskills,andhardlyanyoneisbettersuitedtoaskthanJürgenSchott.AsgrandmasteroftheguildofivorycarversintheOdenwaldregionnearHeidelberg,heisfamiliarwiththerichtraditionthathasproducedmanyoutstandingworksofartoverthepast200years.16…wearingFerragamoshoes

…穿着菲拉格慕皮鞋540€17…havingyourownFerragamoshoes

…拥有一双定制的菲拉格慕皮鞋18…aweekholidayontheGoldCoast

…一个黄金海岸的假期周末PalazzoVersace:translatingthebrandlifestyleintoahotelwithaprivatemarinaattheedgeoftheGoldCoastwhitesandybeachesPalazzoVersace酒店：在白色沙滩的黄金海岸上，把品牌生活融入私家码头酒店From1000€20…puttingaringonherlefthandfinger

…为她的左手拇指带上戒指Leprixdesrêvesnes'affichepas...2450€Priceavailableonrequest需要询价21…orinthebest-in-classJacuzzi!

…世界一流的极可意水流按摩浴缸Blueforrelax放松的蓝色Redforpassion激情的红色Greenforpeace和平的绿色Yellowforenergy力量的黄色Experienceanewhydromassageconcept,athome,exclusivelyforyou…:Jacuzzi®whirlpoolmassage

Cromodream®Pininfarinadesign在家中独自体验水流按摩浴缸Jacuzzi®whirlpoolmassage

Cromodream®PininfarinadesignAbout10000€23…drivingaMorganRoadster

…驾驶MorganRoadster跑车RoadsterABritishclassic…launchedin2004!Anhandmadesport-carbuiltwithtraditionalcoachmakingtechniques.Thebodyisbuiltofsteelandaluminumaroundabeautifullycraftedashframe.Roadster2004年推出的英式经典跑车利用传统车厢制作技术而手工制造的跑车白腊木框架，铁铝制造的车身

About45000€24Whatdoyoumeanwhenyousay“luxury”?‘奢侈品’对你意味着什么？26Whatis“luxury”?ItdependsLuxuryisabouttheabsenceofvulgarityCocoChanelLuxuryisbeingabletospendsometimelisteningtomusicBernardArnaultIncontemporarylife…LuxuryisfirstofalleverythingthatmakeslifeeasyTomFordLuxuryiscreatingasafeandpleasurablepublicoasisNormanFosterLuxuryiswhatmakeslifemorecomfortable,moreenjoyable,morefulfilling

PamDanziger,UnityMarketingI’mnotintheluxurybusiness;I’minthebusinessofbeauty

SantoVersaceWhatmattersishowthebranddeliverstheluxuryexperienceitpromises

MichaelJ.Silverstein,BCGForourcustomerstheultimateluxuryisdefinedbyexclusivityandcustomization

GiorgioArmaniInouropinionluxuryiswhenyouspendtimeforexperiencingwhatisbeautifulandperfectlymade….27CSF关键成功因素Exclusivity专属性SuperiorQuality高质量Brandreputation品牌声誉Customersatisfaction/Servicelevel顾客满意度/服务程度HeritageofCraftsmanship手工传统CountryofOrigin起源国家Emotionalappeal感召力Accessibility可得性Recognizabledesign设计认可度Uniqueness独特性Lifestyle生活方式Technicalperformances技术性能CriticalSuccessFactor28Emphasisonsocialaspects

(whatevertheothersdocare)社会层面（别人所在乎的）Emphasisoncontents(technicalaspects)内容（技术含量）Emphasisonform(symbolicaspects)外观（象征意义）Whyis“luxury”desirable?

为什么‘奢侈品’令人向往？30Emphasisonsocialaspects社会层面Goingtowards

(“Ibelongtoanelite”)追求（‘我属于最优秀的’）Runningawayfrom

(“Idifferentiatefromthemass”)逃离（‘我与众不同’）Whyis“luxury”desirable?

为什么‘奢侈品’令人向往？Luxuryasapersonalaffair(“Idon’tcareabouttheothers”)奢侈品作为一个个性的东西（‘我不在乎其他人’）31Whyis“luxury”desirable?

为什么‘奢侈品’令人向往？RecognisableLuxury公众的奢侈品LuxuryforConoisseurs鉴赏家的奢侈品Emphasisonsocialaspects社会层面Goingtowards

(“Ibelongtoanelite”)追求（‘我属于最优秀的’）Runningawayfrom

(“Idifferentiatefromthemass”)逃离（‘我与众不同’）Luxuryasapersonalaffair(“Idon’tcareabouttheothers”)奢侈品作为一个个性的东西（‘我不在乎其他人’）32Emphasisoncontents(technicalaspects)内容（技术层面）Emphasisonform(symbolicaspects)外形（象征含义）Hedonists享乐主义者Techaddicted科技热衷者Fashionvictims时尚受害者Qualitylovers质量爱好者Luxuryadmirers奢侈品追求者Whyis“luxury”desirable?

为什么‘奢侈品’令人向往？RecognisableLuxury公众的奢侈品LuxuryforConoisseurs鉴赏家的奢侈品33WhatisgoingoninLuxury?

奢侈品现状？September2010-ShangXia2010年9月—上下Frenchbrand

HermeslaunchedanexclusiveChinesedesignedandmanufacturedlinename

ShangXiainChina.

ShangXiaisbasedin

Shanghaianddesigned

strictlyfortheChinesemarket.

Undertheguidanceof,

Qiong-ErJiang(creativedirector),ShangXiaincludesready-to-wearpiecesanddecorativeartsinspiredbyChinesecultureandtraditionsofcraftsmanship.Hermes’involvementinthelaunchofSangXiamarkedthefirsttimeHermeshasbuiltabrandfromthegroundup,andthecompany’sproductsaredesigned,manufacturedandsoldentirelyinChina.法国奢侈品牌‘爱马仕’在中国推出了中国设计及生产的专卖系列‘上下’。‘上下’总部设立在上海，只在中国市场推出设计产品。在蒋琼耳(创新总监）的带领下，‘上下’推出独具中国手工文化传统的成衣和装饰品。爱马仕创建‘上下’品牌标志其在中国市场建立了具有市场特色的品牌，并在中国设计，生产和销售。WhatisgoingoninLuxury?

奢侈品现状？…February6th,2012…2012年2月6日“ShangXia(Hermès)haapertoaParigi”[PambiancoDaily]“上下（爱马仕）在法国营业”【Pambianco日报】WhatisgoingoninLuxury?ShangXiaMurakamixLVWhatisgoingoninLuxury?ShangXiaMurakamixLVKanyeWestxLV!!!WhatisgoingoninLuxury?ShangXiaMurakamixLVKanyeWestxLV!!!ExtremepersonalizationHERMES:

Guitarcase,custommadeattheSpecialOrdersworkshopforaMartin00028ECguitar.ShellmadeofpoplarwoodfromNazareth,Pennsylvania,USA.Coveredwithtanmattecrocodile.Interiorlinedwithbluesilk-velvet.WhatisgoingoninLuxury?ShangXiaMurakamixLVKanyeWestxLV!!!ExtremepersonalizationMontBlancbespoke,DeGrisogonoonlineproductconfigurator,BottegaVeneta“Customization”inLondonshopKelly“custom-made”…Followingshiftingdemografics消费群改变Revisingbusinessmodels商业模式转变

“DirecttoCustomer”strategy‘顾客直销’战略Strategicalliances战略联盟Internationalpresencegrowth国际市场拓展Scope-economiesexploitation规模经济的开拓GreenandethicalSC绿色和伦理供应链NewtrendsinFashion/Luxury时尚/奢侈品新趋向Followingshiftingdemografics

消费群改变“Newrelevance”:luxurynotrelevanttoyoungeratthemoment‘新关联’：奢侈品不再仅仅是年轻人的名词Needtorecruitnewyoungcustomerstoluxurybusiness奢侈品行业里注入新的年轻消费者Revisingbusinessmodel

商业模式转变Peoplepanickingduringrecession经济滞销的恐慌Donotdependuponundependablepartners!“Ifyoucontrolmanufacturing,youcontrolqualityIfyoucontroldistribution,youcontrolimage”(Arnoult)不再依赖不可靠合作伙伴‘如果你管理制造，你需要质量监控，如果你进行流通管理，你需要监督形象’Reducelicensing,increasecontrolIntheshortterm,theshockoflosingregularincomefromlicensepartners…Inthelongtermhavingcontrolimprovesprofits减少许可证经营，加强监控短期而言，减少许可证经营伙伴的非正常收入长期而言，监控帮助增加利润收入“Directtocustomer”strategy

‘顾客直销’战略Reconfigurationofdistributionpolicy配送政策的改变Gettingridofintermediaries减少中间经销商eCommerce…电子商务…isnotaboutgrowingthebusiness…不是为了增长业务…itisaboutanewpowerfulchanneltogetincontactwiththemarket…而是加强市场联系的新的有力的渠道OneofthemainbenefitsofeCommerceismarketintelligence–truedata!电子商务主要的效益就是市场智能化-掌握真正的市场信息Strategicalliances

战略联盟Strategicalliancestoextendbrandreach进行拓展品牌的战略联盟…asawaytokeepcontrolbutstillgrow!

(the“1+1+=3”effect)维持监控但继续增长的新模式（“1+1+=3”

效应）Gucci&LatinGrammyFerrarelle&BulgariStrategicalliancesAseguitodellapartnershipconlaLatinRecordingAcademy,GuccilancialacollezioneinedizionespecialediorologiegioielliLatinGrammy®,ispirataaiLatinGrammy®Awards.LacollezionecomprendeI-Gucci,ilprimoorologiodigitaledellamaison,ilcuidisplayadoppiavisualizzazioneeconfunzioneGMTrecadaun’iscrizioneinomaggioallapartnership,cosìcomeilfondello,oltrecheunbraccialeinpelleGuccissimaconincisiilsimbolodelgrammofonoeillogoGucci.Percelebrarelacollaborazioneepresentarelalinea,lagriffeorganizzeràuneventopressoilMandalayBayHoteldiLasVegas,mentrelaLatinRecordingAcademyassegneràunpremiospeciale,ilGucciTimepieces&JewelryAward,dedicatoaigiovaniartistilatiniemergentinella12°edizionedeiLatinGrammy®Awards.lunedì,7novembre2011StrategicalliancesE’laclassicaeinconfondibilebottigliainvetromaindossaun’etichettadorata,impreziositadallariproduzionediungioiellodacollezione:S.PellegrinoeBulgarisvelanoaMilano,inanteprimamondiale,unaspecialeditiondestinataalasciareilsegno.

Iduemarchi,simbolodell’eccellenzaitaliananelmondo,hannodatoavvioallalorocollaborazioneloscorsodicembre.Inoccasionedellaretrospettivaperi125annidallamaison,BulgariavevacommissionatounafornituradiS.Pellegrinoconetichettapersonalizzata.Siètrattatodelprimopassoversolacreazionediun’edizionespeciale,sepossibileancorpiùstraordinariaStrategicalliancesLanuovaetichettaritrae,infatti,ungioiellodirarabellezza,sintesidiunacreativitàchetrascendelemodeeiltempo.L’edizionespeciale“S.PellegrinosparkleswithBulgari”èilrisultatodiunapartnershipchesifondasullacondivisionedivaloricomuni:storia,prestigio,qualità,originalità,fascinosenzatempo.BulgarieS.Pellegrinohannocosìdatoformaaunanuovainterpretazionedellostileitalianoattraversounoggettodestinatoafareilgirodelmondo.NonèlaprimavoltacheS.Pellegrino,simbolointernazionaledellostileitalianoeprotagonistasullemiglioritavoledelmondo,creaoriginalisinergieconbranddell’eccellenzaitaliana.“S.PellegrinosparkleswithBulgari”rappresentauntributoalpiùautenticoitalianwayoflife.InternationalpresencegrowthWithlocaldifficultiesandslowdowns……itistherightmomenttogrowinternationalpresenceRememberthatoneofthetoptargetareaisnotjustBRIC,itisUS,duetothescarcepenetration(sofar)ofEuropeanbrandsinUSmarketExploit“parentadvantage”MostluxurybrandstonotexistinisolationBrandportfoliobringsto“parentadvantage”:ImprovedefficiencyingroupdepartmentsKnowledgetransferCommonproductionfacilities(asfarasthecustomerdoesn’tknow…YSLsandalsmanufacturedbySergioRossi…withsignificantpricedifferences)Whatisthe“core”businessofLouisVuitton?BottegaVeneta?WhoisToryBurch?WhoisMadonna?BrandExtensionProfumodibrandextensiondaLouisVuittonmartedì,25ottobre2011

SecondoindiscrezioniapparsesuWWD,LouisVuittonstarebbeperdebuttarenelmondodellefragranze.Perl’occasionelamaisonavrebbechiamatoilmaestroprofumierefranceseJacquesCavallier-Belletrud,nativodellacittadinaGrasseconsideratala“Meccadeifiori”d’Oltralpe,echedovrebbeiniziarelacollaborazioneapartiredagennaio2012.Cavalier-Belletrud,premiatonel2004conilPrixFrançoisCotyParfumeur,èilnasonascostodietroallecelebrifragranzeL’Eaud’Issey,JeanPaulGaultierClassic,DiorAddict,PoèmebyLancôme,StellabyStellaMcCartney,CinemabyYvesSaintLaurentemoltealtre.Ilmaestroprofumiereèspecializzatonell’usodimaterialinaturaliesembracheproprioLouisVuittonstiaricercandoinFranciafiorirariequasiestintidautilizzareperfuturefragranze…Conosciutasoprattuttoperlesueborsemonogram,LouisVuittonèfamosapernonprodurresulicenza,esseremoltoattentaallepropriebrandextensionerealizzaretuttoincasa,comehafattonel2002pergliorologi,nel2004perlagioielleriaenel2005perl’eyewear.BrandExtensionThefashiondesignhouseofluxuryleatheraccessoriesBottegaVenetalaunchesitsfirstfragranceincollaborationwithCotyPrestigein2011.BottegaVenetafragranceisdescribedasaleathery,floralchypre,representingthescentedsignatureofthehouse-the"invisible,privateluxury."BrandExtensionToryBurchdebuttanellefragranzevenerdì,28ottobre2011

ToryBurchentranelmondodellefragranzeconunaccordodilicenzapluriennaleconAramisandDesignerFragrancesDivisionchefacapoaTheEstéeLauder.“ToryBurchèunodeimarchidimodachenelleultimestagionièsalitoallaribaltadellecronacheesiinserisceperfettamentenelnostroportafoglio”,hadichiaratoWilliamLauder,presidenteesecutivodiEstéeLauder.“Perme,entrarenelmondodellabellezza,einparticolarecreareunafragranza,facevapartedelpianofindall’inizio”,hadettoToryBurch,ADdelmarchiocheportailsuonome.Ilprimoprodottosaràunprofumofemminilecheverràlanciatonel2013.LadivisioneAramis,inoltre,nelcorsodell’annohaconclusolicenzeperilbeautydelGruppoErmenegildoZegnaeMarni.BrandExtensionMadonnalancialaprimafragranzaconCotyPrestigelunedì,7novembre2011CotyPrestige,ladivisioneluxurydiCotyguidatadaMicheleScannavini,hastrettounacollaborazioneconMadonna.LouiseVeronicaCicconerealizzeràinfatti,perlaprimavoltanellasuapoliedricacarriera,unafragranzachenerappresentil’essenza.“Sonosemprestataattrattadallefragranze–hadichiaratoMadonnaalWomen’sWearDaily–edaannidesideravocrearequalcosadipersonale,espressionedime,maacuiancheglialtripotesserorelazionarsi.Qualcosadisinceroeallostessotempoaudace”.DaquiilnomedellafragranzaTruthorDarechesaràvendutainesclusivanegliStatiUnitidaMacy’sadAprile2012,conunadistribuzioneglobaleapartiredaMaggio.“Madonnaèunfenomenoartisticoconunintuitotaledaavercontribuitoadefinirelospiritoculturalediquasitredecenni”,hadichiaratoMicheleScannavini,presidentediCotyPrestige.“Isuoifannutronoun’impareggiabiledevozioneesarannoimpazientidisperimentareun’esclusivaepiùpersonalematerializzazionedelsuotalento”.…andfocusonthecorebusinessLuxottica,nienteprofumiperRay-Banvenerdì,11novembre2011Luxotticasifocalizzaràsolosulsuocorebusiness,ilsegmentoeyewearcheconsacrailgruppocomeilmaggiorplayeralivellomondialecon5,8miliardidieurodiricavinel2010.“Siamostaticorteggiatidanumerosigruppiperentrareinaltrisegmentidimercatocomelefragranze,coninostrimarchi,manonèunaspettocheciinteressainquestomomento”,hadichiaratoAndreaGuerra,ADdiLuxotticaGroupinoccasionedelconvegnodiPambiancoStrategiediImpresariferendosiinparticolareall’homebranddipunta,Ray-Ban.

Co-brandingChain-FraubyNemoNemoLighting,marchiodiilluminazionedelGruppoPoltronaFrau,saràpresented’orainpoineipuntivenditamonomarcadiPoltronaFrauintuttaItalia.

Uncobrandingall’insegnadell’artigianalitàedellaqualitàperunaserielimitata,confinitureinpregiataPelleFrau®econtraddistintadalmarchioPoltronaFraupunzonato.giovedì,10novembre2011Diversification“StaywithArmani”,apreaMilanoilnuovohoteldiReGiorgioDopo4annidilavori,sièsvoltaieriinperfettostileArmanil’inaugurazionedell’ArmaniHotelMilano,ilsecondohoteldelprogettoArmaniHotels&Resorts,incollaborazioneconEmaarPropertiesPJSC.Nelcorsodellagiornatasonoandatiinscenaprimailtagliodelnastroepoiunesclusivopartydiinaugurazioneall’insegnadiunlussodiscretoesussurrato,conpersonalitàdispiccodellacittàcomel’AssessoreallaModaeallaCulturaStefanoBoeri,ecelebritiesesocialite,daBarbaraBerlusconiincompagniadelfidanzato,ilcalciatorePato,all’attricediHollywoodMaggieGyllenhaal.Adaccoglieretuttiall’ingressoReGiorgio,fierodiquellocheconsideraunattodiamoreneiconfrontidiMilanoancheinvistadell’Expo2015eunmodoperdarelustroallacittàerenderlacompetitivaconlealtremetetopnelmondo.L’hotel,chehacomelogoilDuomostilizzato,èospitatodalpalazzodiviaManzoni31progettatodaEnricoGriffininel1937instilerazionalista,cheperunostranogiocodeldestinovistodall’altoapparecomeun’immensa“A”.Adominarel’edificiogliultimiduepiani,dovenel“cappello”divetrosonosituatiglispazicomuni.Al7°pianositrovanol’Armani/Ristorante,concucinaitaliana,l’Armani/Loungeel’Armani/bamboobar,mentrel’8°ospitalaspettacolareSpadi1.200mq,con6saletrattamento,unasuitepercoppia,unapalestraeunapiscinainmarmoverde,cheregalanounasuggestivavistasullacittà.Le95stanzeesuite,conprezzidai400ai12.000euroanotteperlaPresidential,varianodai45mqdellaArmaniDeluxeai200mqdellasuitepresidenziale.“Misonoconcentratosuciòchevolevooffrire–haspiegatolostilista–seguendolamiapersonalevisionedell’esteticaeideadelcomfort”.Tuttonell’hotelèinfatticoncepitopersoddisfareleesigenzediprivacy,lavoroerelax,secondol’idealedieleganzaeminimalismopropriodellafilosofiaArmani.ArmaniHotelMilanoDiversificationIroniciechicinuoviMiuMiuJewels2012lunedì,7novembre2011Èdall’iniziodinovembrecheintutteleboutiqueMiuMiueonlinesusonodisponibiliipreziosidellanuovacollezioneMiuMiuJewels2012.Rifinitiamanoerealizzatiinmicrofusione,un’anticatecnicatipicadell’altagioielleria,iMiuMiuJewelscombinanoironiaeglamourconlineeclassiche,rivisitatesecondolostiledellagriffe.Traipezzidipuntadellacollezione,ilcollierinottoneconcristallimulticolor,gliorecchinibicoloreinplexismaltatoelecollaneeibraccialiconcabochoninperlaefermaglio-gioiello.MiuMiuJewels2012GreenandethicalSupplyChain

绿色和伦理供应链Tiffany“nocoral”policyTiffany“无珊瑚”

政策BernardArnault:ExcellenceandsustainabilityBernardArnault:卓越绩效和环保Newparadigms

新范式

TrustandShare信任与共享CrucialandSustainable关键性与可持续性UniqueandUniversal特色与普遍性GreenandethicalSupplyChainMONTECARLO-Creareprodottiqualitativamenteeccellenti,imparareagestireleopportunita’offertedainternetinmanieraefficacee,soprattutto,esseresemprepiùeco-responsabili.E’questala«lezione»diBernardArnault,fondatorediLvmh,checonilsuointerventoapreaMontecarloilBusinessofLuxurySummit2009organizzatodalFinancialTimes.GreenandethicalSupplyChainArnaultparladiqualita’delprodotto